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American lifestyle apparel brand

Customer journey mapping

Our client owns a line of popular American-lifestyle retail brands that specialize in casual apparel for kids, teens, and adults.

Our client wanted to map the customer journey in order to best cater to a variety of shoppers.

The Challenge

Our client proposed the challenge of understanding the customer experience, attitudes and shopping behaviors across both their brands and differing customer segments. Through this customer journey mapping, our client hoped to discover the shopping habits and brand associations, preferences, strengths, and critiques of shoppers, from those who are devotees to the brand line(s) to those who shop with competitors instead.

Our client ultimately served this challenge as a means to understanding thoroughly the nuances of each shopper segment. By understanding each segment, they hoped to appeal to each segment in a strategic and effective way.

Our approach

Our two-pronged approach utilized qualitative and quantitative methods to tell a richly detailed story of the customer journey for a variety of shoppers. Our approach was carried out through 3 phases of research.

Phase 1 consisted of a brief quantitative survey of over 5,000 apparel shoppers across our client’s brands. Phase 2 consisted of 3-day discussion forums with 20 participants engaging 30-45 minutes per day. Phase 3 included ten 60-minute IDI’s amongst discussion forum participants.

The outcome

Our approach has allowed the client to gain a holistic overview of the shopper journey from pre-purchase to post-purchase across brands, shopper segments, and demographics. Through our data analyses, our client was able to understand how contextual factors impact the shopping journey, areas of strength, and areas for growth and improvement. Ultimately, these insights have helped our client cater to each and every customer as well as attract the eye of potential new customers.

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